Faculty
Associate Professor Dr. Stefan Schwarzkopf

Course Coordinator
Associate Professor Dr. Stefan Schwarzkopf

good command of English necessary; no BSc in IB students because of potential overlap with ‘Principles of Marketing’ course in 1st year IB Programme

good command of English necessary; no BSc in IB students because of potential overlap with ‘Principles of Marketing’ course in 1st year IB Programme

Theoretical and Practical Skills:

The aim of this course is to allow students to gain a theory-based understanding of what kind of problems marketing managers face in practice and how marketing models and theories can help marketers arrive at solutions that benefit both firms and society. Students can thus expect to learn basic marketing concepts and theories as well as to gain insights about best practices in the real world associated with the management of markets and consumers.

Analytic, Synthetic and Discourse Skills:

Personal competences trained in the course also include the ability to analyse complex business situations from a marketing-perspective and to use arguments and evidence in order to discuss with the course leader and with other students possible approaches to the understanding of marketing-related problems in business life. Synthetic skills trained include, but are not limited to, the ability to connect observations from the discussed case studies and the students’ daily personal life to models, problems and theories discussed in class.

The objectives of this course is to allow excellent students not only to gain and reproduce knowledge of core marketing theories and models, but also to use their acquired theoretical, practical, analytic and discoursive skills in order to show how marketing adds value, creates meaningful and profitable relationships and exchange, and supports a company’s strive for sustainable competitive advantage. Students must be able to describe, combine and apply the concepts, theories, methods and models introduced in the course; they must be able to analyze and synthesize marketing-related problems by applying the concepts, theories and models introduced in the course. Students need to be able to demonstrate the complex interrelationship of all marketing-related concerns, from environmental analysis through to segmentation, targeting and positioning and marketing mix-related decisions.

4 hour, closed-book exam. PCs (CBS) allowed for students who wish to use them. No other exam aids.

Graeme Drummond, John Ensor, Introduction to Marketing Concepts. Elsevier, 2005. Chapters 1-11.

Sally Dibb et al., Marketing: Concepts and Strategies. Houghton Mifflin, 2005 (5th Europ. Ed.). Chapters 4, 8-10, 12, 14-17, 21.

Philip Kotler et al., Principles of Marketing. Pearson, 2008 (5th Europ. Ed.). Chapters 8, 10.

Regis McKenna, ‘Marketing is Everything’, in: Harvard Business Review, Jan.-Febr. 1991, pp. 65-70.

Michael Saren, ‘Marketing is Everything: a View from the Street’, in: Marketing Intelligence and Planning, Vol. 25, No. 1 (2007), pp. 11-16.

Christine Moorman, Roland Trust, ‘The Role of Marketing’, in: Journal of Marketing, Vol. 63, Special Issue (1999), pp. 180-197.

Morris Holbrook, James Hulbert, ‘Elegy on the Death of Marketing’, in: European Journal of Marketing, Vol. 36, No. 5/6 (2002), pp. 706-732.

Peter Dickson, James Ginter, ‘Market Segmentation, Product Differentiation, and Marketing Strategy, in: Journal of Marketing, Vol. 51, No. 2 (1987), pp. 1-10.

Annika Ravald, Christian Gronroos, ‘The Value Concept and Relationship Marketing’, in: European Journal of Marketing, Vol. 30, No. 2 (1996), pp. 19-30.

Lesley de Chernatony, F. Harris, F. D. Riley, ‘Added value, its nature, role and sustainability’, in: European Journal of Marketing, Vol. 34, No. 1/2 (2000), pp. 39-56.

Stephen L. Vargo, Robert Lusch, ‘Evolving to a new Dominant Logic for Marketing’, in: Journal of Marketing, Vol. 68, No. 1 (2004), pp. 1-17.